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Mapping Experiences by James Kalbach

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PART 3

PART 3. Types of Diagrams in Detail

Part 3 discusses the key types of diagrams in more detail. Related techniques are introduced and discussed alongside these diagram archetypes to provide a broad context to mapping.

  • Service blueprints are one of the oldest formal techniques and set the tone for other diagrams. Chapter 9 looks at service blueprints and ways they’ve been extended.
  • Customer journey maps are perhaps the most popular type of diagram. Chapter 10 details the current practice of customer journey mapping and related techniques.
  • Experience maps resemble service blueprints and customer journey maps closely, but with some important differences, discussed in Chapter 11.
  • Mental model diagramming is a unique technique created by Indi Young. You are encouraged to get her book, Mental Models, but Chapter 12 summarizes key aspects of this method and related approaches.
  • Spatial maps and ecosystem models are discussed in Chapter 13. These diagrams provide insight by relating parts of a system to each other spatially.

Keep in mind you’ll find that terminology is used inconsistently in practice. It’s a jungle of phrases that are seemingly interchangeable. What one person calls an experience map is another person’s customer journey map.

But don’t get stuck on the terminology. Instead, focus on how you’ll tell the story of value alignment to your organization. You may even invent your own hybrid diagram or coin a new term in doing so.

This book is about possibilities, ...

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